Navigating psychological barriers in agricultural innovation adoption: A multi-stakeholder perspective

Nopparuj Chindasombatcharoen, Naoum Tsolakis, Mukesh Kumar, Eoin O’Sullivan · 2024 · Journal of Cleaner Production

Summary. Smallholder farmers in the Global South face psychological barriers that prevent them from adopting agricultural innovations. This study identifies four key psychological obstacles: trust, effort, attitudinal, and normative barriers. The researchers interviewed rice farmers and agricultural technology companies to develop an integrated framework showing how to overcome these barriers through demonstrating clear benefits, building trust, reducing effort requirements, and developing human capital.

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Chindasombatcharoen, N., Tsolakis, N., Kumar, M., & O’Sullivan, E.. (2024). Navigating psychological barriers in agricultural innovation adoption: A multi-stakeholder perspective. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2024.143695

@article{chindasombatcharoen-2024-navigating-psychological-barriers-agricultural-innovati,
  title   = {Navigating psychological barriers in agricultural innovation adoption: A multi-stakeholder perspective},
  author  = {Nopparuj Chindasombatcharoen and Naoum Tsolakis and Mukesh Kumar and Eoin O’Sullivan},
  journal = {Journal of Cleaner Production},
  year    = {2024},
  doi     = {10.1016/j.jclepro.2024.143695},
  url     = {https://doi.org/10.1016/j.jclepro.2024.143695}
}

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AU  - Nopparuj Chindasombatcharoen
AU  - Naoum Tsolakis
AU  - Mukesh Kumar
AU  - Eoin O’Sullivan
JO  - Journal of Cleaner Production
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DO  - 10.1016/j.jclepro.2024.143695
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Details

DOI: 10.1016/j.jclepro.2024.143695
Countries: United Kingdom, Thailand, Greece
Regions: Europe, Asia
Categories: agtech, innovation-theory
Added: 2026-04-28